We all know that showing off the brand you’re wearing is part of the reason you might pay extra for a piece. However, this season some fashion houses went a bit further to show how serious they are about making sure you got it. Subtle emblems on the bottom of T-shirts or a small logo on a handbag are seemingly no longer enough for some designers. They decided to use their trademarks on fabric to create items such as dresses or cover an entire bag with their logos. Placing the label in an unusual area is a great way to draw attention and build up the desire for the brand.
The house of Oscar de la Renta, daubed Oscar in giant letters across an otherwise classical dress and scrawled its signature on the side of a black stiletto. MSGM and Max Mara put entire looks of head-to-toe branding in their shows. Chanel played with its characters to reinforce its strong presence in the high-end market.
It’s a war of egos — pick your team and advertise your favourite fashion name. Apparently, displaying them in large letters isn’t tacky anymore!
